Business words in Action. Трудно представить современную жизнь без рекламы

Трудно представить совреме н ную жизнь без рекламы. В за­висимости от потребностей и финансовых возможностей ком­пании используют различные виды рекламы.

Advertising Реклама, рекламное дело, рекла­мирование

Audio ~ Аудио ~

Consumer ~ Реклама потребительских товаров

Display ~ Витринно-выставочная реклама

Industrial ~ Промышленная ~

Mail order ~ Реклама, призывающая заказывать

товары no почте

Newspaper ~ Газетная реклама

Outdoor ~ Уличная ~

Press ~ Реклама в прессе

Television ~ Телевизионная реклама

Trade ~ Реклама в коммерческих изданиях

Рекламные объявления, публикуемые в прессе, могут быть охарактеризованы следующим образом:

Advertisement = advert = аd Рекламное объявление

Black-and-white ~ Черно-белая реклама

Classified ~ Рубричная ~

Color ~ Цветная ~

Free ~ Бесплатная ~

Front page ~ Реклама на титульном листе

Full page ~ ~ на всей полосе

Two-page ~ ~ на две страницы

Существует целая индустрия рекламы (advertising industry). Рекламным делом запираются:

Advertising agency Рекламное агентство

Advertising agent Агент по рекламе

Advertising department Отдел рекламы

Advertising expert (people) Специалист (специалисты) по рекламе

Copywriter Автор рекламных текстов

Беседуя с деловыми партнерами о рекламе, вы можете ис­пользовать следующие высказывания:

1 think we should Я думаю, нам следует

а) allocate more money on а) выделить больше денег на

advertising рекламу

b) cut our advertising expenses b) сократить расходы на ре­кламу

с) employ аn advertising с) нанять консультанта по ре­

consultant кламе

д) draw up an advertising plan д) составить план рекламной

компании

е) formulate our advertising е) сформулировать цели нашей

purposes рекламы

t) remain within the advertising f) не превышать бюджета, budget выделенного на рекламу

g) place this advertisement in g) разместить эту рекламу в

(Le Figaro) "Фигаро"

h) increase the intensity of h) увеличить иитенсивность ре­

adveпising кламы

1'д like to order an advertisement Я хотел/а заказать рекламу в (with you/your agency). Вашем агентстве

Следующие вопросы помогут Вам, если Вы решите заказать или разместить Вашу рекламу в средствах массовой информации:

How much is а four-color front- Сколько стоит четырехцветная page advertisement? реклама на титульном листе?

What arc your advertising rates? Какие у Вас расценки нa ре­

кламу?

How much до you charge for а Сколько стоит двухминутный

two-minute commercial? рекламный ролик?

What's your one time rate for an Каков Ваш разовый тариф для

advertiser? рекламодателя?

EPISODE TEN
Visiting а New Outlet

In the afternoon Dmitry Volkov, Vitaly Mirotvorsky and John Boden visited а new outlet of Eurosport. The partners wanted to impress John Boden with the scope of their operations and convince him that their intentions are very serious.

Vitalу: Here we are! John, the yellow building across the street is the company's new shop.

John Boden: I see `Е-в-р-о-с-п-о-р-т'. I сап. read the name.

Vitaly: Oh, what а surprise! You've already picked up some Russian.

John Boden: Just а few words, Vitaly. Your shop looks very impressive from the outside and the illuminated advertising on the roof is а very good idea.

Dmitry: Thank you, John. We've already told you that this is our third outlet in the city. А11 the shops are decorated in Techno style, but we want them to look differently. And they до.

Vitaly: When we employed interior decorators, we allocated the same amount of money on decoration and told them, "Do whatever you want, but keep the company's colors".

John Bod_en: _{Red an}d _{white are} very winning colors!

(In the shop)

John Baden: You have everything here: wall ads, point-of-sale displays, slide advertising.

Vitali: We used everything we could think of. When we were opening this shop we ordered television commercial. It cost us а lot, but helped to at­tract customers. We put advertisements in popular local newspapers and used direct mail.

John Boden: It's true, advertising is an essential part of promotion. However, some skeptics say that mass advertising has lost а good deal of its effectiveness. Consumers dо not buy just because someone tells them to buy. They look at а billboard or а poster and say, "That's very interesting, [like it", but they are mentally Ыосkеd

Vitaly: Yes, we also believe that there is no mass consumer any тоге. Advertising should be selective.

John Boden: Sure, selective and informative. Customers want be more informed of what is offered to them, to have grounds for comparison, to be able to make а rational choice themselves.

Vitaly: Our shop assistants report that customers ask more and more questions about products. They are just hungry for information. We encourage our sales people to talk to customers, to give them advice. We put `informing' before `selling

John Boden: [ think you have adopted the right strategy. We also significantly changed our advertising methods Nowadays, we use such innovations in electron media as computer bulletin board services and interactive computer disks to increase our sales.